Credible marketing messages
‘LIVE LIFE TO FULL when you pay by Direct Debit’
– EDF Energy August 2006
You don’t have to be that cynical to sneer at EDF Energy’s rather inflated claims for paying by direct debit. Perhaps sadly for me – and I imagine most people – it would take more than ‘up to £42 a year’ to enable me to live life to full, especially when I already pay by direct debit and EDF have just hiked their prices. Perhaps a visit to uSwitch is in order.
The silliness of EDF’s direct debit promotion only aggravates an already opaque communication. They need to tell me they’ve put their prices up, but can’t bring themselves to be so blunt. Instead I’m reminded that world energy prices have risen, and despite EDF working hard to absorb the cost, prices have been reviewed. Here’s the new cost per unit. But without the previous cost per unit or a reminder of how many units I tend to use, that’s not much use.
You’re left with an image of managing director Andrew Edgoose as a rather slimy second hand car salesman and of EDF as not at all the kind of company you want to do business with.
With energy prices set to be a major concern for sometime to come, the industry needs to engage with its public as matter of urgency and in a credible way. Puff mailings simply won’t cut it.
Contact Stephen Newton
Comments (2 comments)
Hi Stephen,
As a consumer I find the ‘Live life to the full’ messaging laughable.
I’m interested in how do you think they (and other power companies)should have handled the price rise issue?
I find the mixed message of “We have to put our prices up” combined with “fix your prices for X years” cynical and confusing.
Cheers,
Russ.
Russ Hardy / September 26th, 2006, 5:29 pm / #
Hi Russ
Well it isn’t easy because it’s not all good simple news. I guess that while I conclude by saying the industry needs to engage with the public in a credible way I don’t spell out how to do it.
I think it all comes down to being open and honest. That means explaining the real issues surrounding energy supply in a way people can understand. Some may not understand, of course, but that doesn’t mean they shouldn’t try.
Stephen Newton / September 26th, 2006, 5:44 pm / #
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